11. www.goleancrush.com
Create a financial product for investors
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CREATE
DELIVER
CAPTURE
Captured Value
Created Value
Cost Delivery
>
>=
(Desirability)
(Feasability)
(Viability)
15. www.goleancrush.com
Before you run out of moneyā¦
OPTIMIZE SCALE
Minimize time to traction.
-> Must reduce waste.
*waste= any action that does not add value to the customer
17. www.goleancrush.com
āBeing in a good market
with a product that
can satisfy that market.ā
- Marc Andreessen Netscape
Get to P-M Fit or die
18. www.goleancrush.com
Specific Signals of Market-Product Fit
OPTIMIZE SCALE
Leading indicator
Survey
Leading indicator
Engagement
Retention
Curve
40% Ellis Test
NPS
Actions related
core purpose
% active over
time flattens
FIDELITY
21. www.goleancrush.com
#1- Choosing the
wrong market
#2- Building the
wrong things
#3- Chasing after
meaningless growth
#4- Premature scaling
before repeatability
#4 psychological pitfalls that lead us to failure
Sachin Rekhi
23. www.goleancrush.com
All your ideas are based on assumptions
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2
24. www.goleancrush.com
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By continuously transforming assumptions into data.
Quickly, cheaply and accurately locate value.
3
27. www.goleancrush.com
Locate & extract the āØ
"right valueā at small scale
Setup operations to
extract value "at scaleā
1st- FIND FIT 2nd- SCALE
Validate at small scale, before scaling
RULE 2
29. www.goleancrush.com
Lean Discovery follows the scientific method
Model Risk Test
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com
X
X
X
Y
Y
Y
Build
Measure
Learn
Validated Invalidated
30. www.goleancrush.com
ā
ā
A. MODELING B. MODEL VALIDATION
Business Model
(4 fits)
Traction Model
Customer Factory
Model
Opportunity
Roadmap
Discovery
Delivery
Ideas
Repository
Discovery
Roadmap
Delivery
Roadmap
To Delivery
Lean Sprints
SCRUM Sprints Release
Every 2 weeks
Every 1 week 1 story + 1 previz + 1 viz
Every 1 week
Value Proposition / JTBD
on discovery
JAVIER RINCONāS PRODUCT-MARKET FIT ENGINE
SOR SCIENTIFIC METHOD OF PRODUCT-MARKET FIT DISCOVERY AND VALIDATION
Javier Rincon
31. www.goleancrush.com
The 2-week Lean Sprint
Model
Roadmap
assumpt.
Prioritize
Experiments
START OF WEEK
REST OF TIME
Build
Measure
Learn
Build
Measure
Learn
Build
Measure
Learn
Scaling Lean Ash Maurya
33. www.goleancrush.com
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
The Value Proposition Canvas
USEFUL
(WHAT)
USABLE
(HOW)
MEANINGFUL
(WHY)
USABLE
(HOW)
MEANINGFUL
(WHY)
The Value Proposition Canvas
PRODUCT
GAIN
CREATORS
PAIN
RELIEVERS
34. www.goleancrush.com
The Business Model Canvas
The Business Model Canvas
designed by: Strategyzer AG
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35. www.goleancrush.com
Map your existing model
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Drones delivering
crop data
Farmers
Profitable
harvest Manage and treat
fields
Diseases
Forecast
production
Improve &
forecast
harvest
Targeted
interventions
Hyper spectral
image data
EXAMPLE
EXAMPLE
Startup sourced from Steven Blank
36. www.goleancrush.com
The Jobs to be Done Canvas
STEP 2
JTBD STEP STEP 1 STEP 3 STEP 4 ā¦
Situation/Trigger Desire Outcome
# #
EXISTING HIRES # #
Pain Pain Gain Pain
UNMET NEEDS
# # #
Time/effort Accuracy Cost
EXTRA
38. www.goleancrush.com
1st: Look for assumptions:
āwhat needs to be true for this idea to work?ā
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Revenue Streams
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Cost Structure
Customer Relationships
Designed by: Date: Version:
Designed for:
Channels
Key Resources
Drones delivering
crop data Farmers
Profitable
harvest
Manage and
treat fields
Diseases
Forecast
production
Improve &
forecast
harvest
Targeted
interventions
Hyper
spectral
image data
?
?
?
?
?
?
?
?
? ? ?
www.goleancrush.com
EXAMPLE
39. www.goleancrush.com
3 types of assumptions:
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Designed by: Date: Version:
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Key Resources DESIRABILITY
FEASABILITY
VIABILITY
Strategyzer
40. www.goleancrush.com
2nd: Write all assumptions down
Drones can
deliver images
Software can sticks
field images
Right data can
be extracted
Data can be usably
presentable
Farmers will use
data to treat fields
Farmers will use data
for interventions
Farmers interested in
more data for fields
Farmers want to
forecast production
Farmers have a
budget for us
Farmers willing to
pay for data
Farmers struggle with
diseases
The Business Model Canvas
designed by: Strategyzer AG
The makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
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strategyzer.com
Revenue Streams
Customer Segments
Value Propositions
Key Activities
Key Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:
Designed for:
Channels
Key Resources
Drones delivering
crop data Farmers
Profitable
harvest
Manage and
treat fields
Diseases
Forecast
production
Improve &
forecast
harvest
Targeted
interventions
Hyper
spectral
image data
The Business Model Canvas
designed by: Strategyzer AG
The makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer Segments
Value Propositions
Key Activities
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Cost Structure
Customer Relationships
Designed by: Date: Version:
Designed for:
Channels
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EXAMPLE
41. www.goleancrush.com
3rd: Identify Riskiest Assumptions
+ CriticalāØ
+ Validation
VALIDATE
NOW
Not relevant if riskiest are invalidated
www.goleancrush.com
- Validation
- CriticalāØ Canvas form inspired by David Bland
42. www.goleancrush.com
The Business Model Canvas
designed by: Strategyzer AG
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strategyzer.com
Revenue Streams
Customer Segments
Value Propositions
Key Activities
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Cost Structure
Customer Relationships
Designed by: Date: Version:
Designed for:
Channels
Key Resources
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com
The Business Model Canvas
designed by: Strategyzer AG
The makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer Segments
Value Propositions
Key Activities
Key Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:
Designed for:
Channels
Key Resources
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com
The Business Model Canvas
designed by: Strategyzer AG
The makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer Segments
Value Propositions
Key Activities
Key Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:
Designed for:
Channels
Key Resources
The Business Model Canvas
designed by: Strategyzer AG
The makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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CRITICAL SCALE VALIDATION SCALE
OPINION
EXPERT/MARKET/
MODEL DATA
QUALITATIVE PROOF
QUANTITATIVE PROOF
+
-
+
-
Javier Rincon
43. www.goleancrush.com
+ Critical:āØ
+ Certainty:
Farmers interested
in data for fields
Farmers have a
budget for us
Farmers willing to
pay for data
Farmers want to
forecast production
Farmers struggle with
diseases
Drones can
deliver images
Right data can
be extracted
Data can be usably
presentable
4th: Prioritize your assumptions
Farmers will use
data to treat fields
EXAMPLE
Canvas form inspired by David Bland
44. www.goleancrush.com
5th: Create your Assumptions Roadmap
NEW ASSUMPTIONS
ROADMAP
Farmers interested in data for fields
Farmers struggle with diseases
Farmers willing to pay for data
Farmers want to forecast production
PRODUCT
ROADMAP
ā¦.
Build Drones
Engineer super complex solution
Create API for Data Pipeline
Try to sell to Farmers
re-organize
www.goleancrush.com
EXAMPLE
46. www.goleancrush.com
An MVT validates an assumption in a
controlled/iterative manner with data
Assumption Experiment
(IDEAS) (PRODUCT) (DATA)
Validated TRUE
Validated FALSE
Lean Startup Eric Ries
47. www.goleancrush.com
1) Well defined:
Clear on what it wants to learn
2) Quick & cheap:
Early on to avoid waste
3) Minimal:
Optimized for focused learning
A good MVT is:
Build
Measure
Learn
Inspired by Steve Blank
48. www.goleancrush.com
Hypothesis to test
Experiment that produces
evidence to support/reject
Metrics used to measure
evidence
Threshold to assess and
label validated or invalidated
Customer segment cares about
struggle with problem y
Talk to 50 prospects and give
trackable URL to solution
# of customers who clicked on URL
Validated if 25 or more customers
clicked on the URL
Components of an MVT
Strategyzer Test Card
54. www.goleancrush.com
Take your #1 MVT and Storyboard it
Step 1-
Receive drones
Buy drones &
spectral cameras
Step 2 -
Scan field
Step 3-
Receive data
Step 4-
etc.
Program to field
Integrate Data
APIs
etc.
User story User story User story User story
ā¦ ā¦ ā¦ ā¦
Backstage
Frontstage
EXAMPLE
55. www.goleancrush.com
Identify biggest constraints to time/budget
Step 1-
Receive drones
Buy drones &
spectral cameras
Step 2 -
Scan field
Step 3-
Receive data
Step 4-
etc.
Program to field
Integrate Data
APIs
etc.
User story User story User story User story
ā¦ ā¦ ā¦ ā¦
Backstage
Frontstage
High
EXAMPLE
Mid High
56. www.goleancrush.com
Minimize MVT with alternative steps
Use planes with
cameras
Buy cheap
cameras
Fly over field Receive data
Step 4-
etc.
- Hand-stich data etc.
User story User story User story User story
ā¦ ā¦ ā¦ ā¦
Backstage
Frontstage
Low - Low
EXAMPLE
58. www.goleancrush.com
iii) Learn and Iterate
WHAT WE
THOUGHT
WHAT WE
FOUND OUT
WHATāS NEXT
Next test
Pivot
Zoom in
ADD THIS TO YOUR WEEKLIES!
5 whys
Validated TRUE
Validated FALSE
61. www.goleancrush.com
REFERENCES
1. All content has been created and integrated by Javier Rincon (JR) sourcing
back to 2009 (LS Incubator) & 2010 with Proudsugar (CRO Agency).
2. Some of JRās models have been merged with or inspired by the sources below.
But all have been heavily expanded by Javier Rincon through 100ās of tests
across 15 years.
1. Steve Blank - The 4 Steps to the Epiphany
2. Eric Ries Lean Startup
3. Brian Balfour - 4 Fit Model
4. Ash Mauyra - Lean Startup, Scaling Lean
5. Strategyzer - Business Model Generation, Value Proposition Canvas
6. David Bland - Assumptions Canvas
7. Founder Institute Assumptions
8. Conversion Rate Experts & MECLabs
62. Sprint your way to traction
with Lean Business Discovery.
javier@goleancrush.com
@javierrincon
QUESTIONS?